Nice profile of DuckDuckGo and founder Gabriel Weinberg by Max Slater-Robins for Neowin:

But what sets DuckDuckGo apart from Bing or Google? According to
Weinberg, it’s simple: Privacy. DuckDuckGo promises to never track
a user’s clicks, or use previous searchers to aid current results.
They describe the practice of targeting results based on past
searches as placing a user in a “bubble,” where everything is
controlled based on what you want to see (e.g. if you visit Fox
News frequently, results for Fox News will rank higher than those
for MSNBC).